Using Neural Data to Improve Forecasts of Market-Level Behavior

In this study, we contrast neural and behavioral forecasts of market behavior. We find that compared to behavioral measures, neural data is less impacted by the representativeness of the sample, suggesting that neural activity may be a more generalizable index of preference across individuals than self-report measures or observed behavior.


Alexander Genevsky, Chun Pong Lester Tong, and Brian Knutson (2020) ,"Using Neural Data to Improve Forecasts of Market-Level Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 891-895.


Alexander Genevsky, Erasmus University Rotterdam, The Netherlands
Chun Pong Lester Tong, Stanford University, USA
Brian Knutson, Stanford University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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